Scripps Networks came to us with a blank slate for their 2021 Upfronts. In a year of a pandemic, we knew we had to create something breakout and do it quickly. We built Scripps’ go-to-market strategy from the ground up to differentiate their brand within an incredibly competitive marketplace. Not wanting a simple stage show, we pitched a VIRTUAL PRODUCTION concept with our own take on a Peter Pan type of narrative with a media buyer as our main character.
In a matter of weeks, with strict Covid protocols in place, we shot in LA with four virtual locations and four celebrity talent, all in one busy day. Using LED video walls and Unreal Engine technology, we were able to create a premium cinematic, photorealistic production. The beauty of technology!!
Simultaneously, we created two accompanying sizzles to launch the 2021 Upfront season for their 7 networks. From concepting and writing through design and editorial, the sizzles wrap up their impressive network offerings.
Over the course of two months, a first-of-its-kind presentation was complete and Scripps Networks was first to market for the upfront season!
RESULTS: Scripps Networks boasted strong year-over-year dollar growth from past upfronts, with volume up more than 20% and meaningful increases in CPMs. New business on all networks priced at new highs with new-to-Scripps advertisers representing about 25% of upfront dollars this year, while ION posted double-digit growth in dollars and mid-teens growth in CPM's.
Strategy // Concept // Creative Direction // Writing // Live Action Production // Design // Animation // Editorial // Music
BEHIND THE SCENES
